AV Concepts Captivates Nike Audience with Holographic Illusion
September 22, 2013
AV Concepts, a holographic and immersive technology provider, partnered with Jordan Brand, a division of NIKE, Inc. to power the Aug. 3 launch of the Jordan Super.Fly 2 sneakers at the Santa Monica Place Central Courtyard.
The shoe was unveiled to thousands of fans as an 8-by-12-foot holographic illusion while spokesperson and professional basketball player Blake Griffin discussed the footwear’s design, inspired by his high-flying style.
AV Concepts also was the company behind brining rapper Tupac Shakur back to life on the Coachella music festival stage. It was an illusion that had the media and Internet buzzing for weeks.
Daniel Roth, creative account manager at AV Concepts, said that Nike was looking to set their shoe launch apart from others. They wanted a high-tech promotion for their high tech shoe.
The giant holographic shoe allowed the brand to display and deconstruct its Flight Plate technology to fans. The type of technology the consumer cannot see just by looking at the shoe.
“We’re so pleased at how these visual effects helped relay what’s new and unique about the product in such a powerful way,” said Jeron Smith, marketing manager for Jordan Brand West.
He added, “It was incredible, the moment the holographic shoe exploded onto the stage, nearly everyone in the audience pulled out their camera phones.”
Roth agrees that there is a wow factor when using holographic illusions, but that there is also ROI associated with it.
“It continues the conversation. It spurs a word of mouth and that increases knowledge retention because they are describing it over and over to friends and co-workers,” Roth said.
The launch event took place outside, but the holographic illusion did not occur until the evening portion of the event. “Controlling ambient light is very important. We created a special blackout curtain to block the ambient light,” Roth said. “We worked with the mall and Jordan brand to make the event as dark as possible.”
If you are thinking about using this type of technology at your next event, Roth outlined several things to consider. “Outside events during the day are no good. Then there are other environmental factors to consider,” he said. “The weather that time of year, wind conditions, which direction is the stage facing, load in times, stage space and rigging ability.”
Roth encourages you to plan early, because it will affect the staging and event design. “We want to be as involved as possible. We’ve built content for dozens of holograms, know what works and what doesn’t,” he added.
If you are looking to surprise your audience, or looking for another way to display your information with a 3D feel, a holographic illusion is something to consider.
If done right, it will certainly be something your audience will share via social media during the event and then keep the buzz going after sharing the experience with their friends and colleagues.
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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